Product Spotlight

MultiMedia Mentor®: Providing New Depth and Breadth in Defining Your Consumers’ Brand/Media Connection

Clearly understanding the connections among people, brands and media is one of your most important challenges. Now MultiMedia Mentor® from Knowledge Networks delivers even richer data and insights on these opportunities, providing a truly people-centric view of the media/brand universe.

Multimedia Mentor® has always been a “direct” measurement of time spent with media, grounded in an RDD telephone sample frame for statistical validity and reliability. Yet as land lines are dropped and telephone response rates decline, resulting in the difficulty of including young adults and minorities in the sample, it was time for a mode change while keeping our commitment to probability based sampling. Now MMM benefits from the remarkable platform of KnowledgePanel®, the only online panel based on a probability sample of the full U.S. population using a dual sample frame, of RDD and Address-Based samples, that incorporates unacculturated Hispanics and cell phone-only households, covering 99% of the U.S. population.

You have always been able to use Mentor to

• determine how to reach key target groups more efficiently through innovative media combinations
• learn how people’s time spent with new and traditional media is evolving
• connect media habits to many different characteristics and behaviors – from ownership of new media to use of a category

Now, through KnowledgePanel®, you can also add more custom dimensions to your brand/product research, helping you

• activate a media plan to newly discovered segments
• effectively reach new product target buyers
• realign your selected media to get your message across to existing brand buyers so their loyalty grows

Other changes we have made include.

To learn more about MultiMedia Mentor®, click here or contact Robert DeFelice or Henry Laura.